Marketers are using MRI scanners and electrode caps to figure out our hidden reactions to their ads.

This article titled “Ad men use brain scanners to probe our emotional response” was written by Rupert Neate, for The Observer on Saturday 14th January 2012 17.28 UTC

The world's biggest companies have got a new way of convincing you to buy their products – by getting inside your head. Brands including Google, Facebook and ITV are turning to mind-reading technology to help them develop products and create adverts that people like.

Traditionally, focus groups have been used to tell marketeers what they think of adverts. Unfortunately for advertisers, some people don't tell the truth.

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